Profiling & Segmentation

Profiling and segmentation enable organizations to quickly gain insights into the primary characteristics of their target markets and then transform those insights into results by informing engagement strategies, developing relevant communications and optimizing site selection.

Profiling analyzes subsets of the market to understand which populations have the highest penetration in a market and which ones have less potential by comparing to a benchmark. Segmentation then helps you identify the right audiences to target by grouping customer segments based on shared characteristics such as age, gender, ethnicity and neighbourhood and behavioural data such as media and channel preferences.   

In addition to our robust off-the-shelf segmentation systems, including PRIZM, Canada’s leading consumer segmentation system, we can also create custom segments that are aligned with your goals and objectives. Using geodemographic profiling and other custom variables as the foundation, we build target segments by analyzing data, variables and themes most relevant to your business. We can also incorporate data from surveys, CRM systems and transaction information into each segment to produce even deeper insights about your target market.